The increasing global consciousness towards sustainability, a phenomenon termed as the “eco-wakening.” It highlights how consumers are driving the demand for sustainable products, with a significant rise in online searches for such goods. The shift is not limited to high-income countries but is also evident in developing economies, indicating a widespread change in consumer behaviour.
Businesses are responding to this change by integrating sustainability into their brand purpose, recognizing that it’s no longer just about profit but also about the planet. The article emphasizes that consumers expect brands to take responsibility for positive change, almost as much as governments. The growing market opportunities for companies that offer eco-friendly products or advocate for environmental protection are evident. With customers willing to switch products or services when a company violates their values, the article suggests that there is a clear incentive for businesses to commit to protecting nature and natural systems.
This change in consumer attitude and the subsequent business response are shaping the future of products, steering them towards sustainability. In the bustling markets of India, a quiet revolution is taking place. The concept of sustainable living is no longer confined to the fringes but is becoming a mainstream choice for consumers. We can say that in India, here traditional practices of frugality and respect for nature are merging with modern innovations to create products that are not only eco-friendly but also culturally resonant.
